Discount revolution: da leader di convenienza a specialista della prossimità

Translated title of the contribution: [Autom. eng. transl.] Discount revolution: from convenience leader to proximity specialist

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

[Autom. eng. transl.] The paper explores the theme of competition between discount stores and other modern grocery store formats. Through the processing of IRI sell-out data relating to the Italian market, on the one hand medium-term trends (2011-2014 four-year period) of the Discount market share in the different macro-departments of Large Packaged Consumption (LCC) were analyzed. ) and on the other hand the short-term (last year) "flows" of sales of each LCC product category (n = 439) from the Discount to the other store formats and vice versa. The evidence obtained allows us to observe that: (i) the Discount is consolidating competitive trade-off situations in its favor especially in the fresh food sector; (ii) the sales “flows” of the categories are mostly favorable to the Discount with regard to hypermarkets and superettes, while they are unfavorable towards supermarkets and drug specialists. These data show that the gradual transition from the hard formula to the soft formula is leading to a change in the marketing role of Discount from a convenience leader to a proximity specialist.
Translated title of the contribution[Autom. eng. transl.] Discount revolution: from convenience leader to proximity specialist
Original languageItalian
Title of host publicationProceedings XII Convegno SIM "Il marketing al servizio delle città. Beni culturali e rivitalizzazione urbana"
Pages1-7
Number of pages7
Publication statusPublished - 2015
EventIl marketing al servizio delle città. Beni culturali e rivitalizzazione urbana - 12° SIM Conference - TORINO -- ITA
Duration: 22 Oct 201523 Oct 2015

Conference

ConferenceIl marketing al servizio delle città. Beni culturali e rivitalizzazione urbana - 12° SIM Conference
CityTORINO -- ITA
Period22/10/1523/10/15

Keywords

  • Discount, leadership di convenienza, travaso quote di mercato

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